Eye-tracking studies
in the web browser
HTXN09: Eye-tracking course 241114
Presentation
- Nils Holmberg
- Computational
content analysis
- Cognitive
communication effects
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Overview
Free internet use, online ads
Online, survey (1)
- children and adolescents
- natural browsing situation
- equipment in schools
- retrospective interviews
- perceived, actual exposure
- advert saliency analysis
- effect of advert animation
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Perceived, actual exposure
Online, survey (1)
- advert saliency analysis
- effect of advert animation
Advert saliency analysis
Online, survey (1)
- original advert
- edge detection
- luminance threshold
- motion pixels
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Antisaccade pre-test
Online, survey (1)
- anti-saccade task
- 36 trials
- prop. correct responses
- focus attention
- filter out distraction
- developing in children
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Effects on attention
Online, survey (1)
- lessons learned
- experimental conditions?
- need an online task!
- individual differences
- attentional control
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Visual saliency and attention
Online, survey (2)
- product relevance
- product placement
- purchase decision
Saliency analysis
Online, survey (2)
- product properties
- web page position
- subjective relevance
- predictors of…
- visual attention
- purchase decision
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Saliency algorithms
Online, survey (2)
- website screen recordings
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Bottom-up processing
Online, survey (2)
- fast, automatic
- salient information
- visual attention
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Top-down processing
Online, survey (2)
- slow, awareness
- based on goals, tasks
- visual search
- product relevance
- option quality
- internal factors, subjective
- product placement
- external factors
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Theoretical model
Online, survey (2)
- visual saliency
- product relevance
- product placement
- visual attention
- purchase decision
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Website video analysis
Online, survey (2)
- screen recording analysis
- general set (dairy products)
- intermediate set (yoghurt)
- specific set (flavor yoghurt)
- search phase, end
- decision phase, start
- manual time encoding
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Complete web page image
Online, survey (2)
- screen recording analysis
- separate video frames
- web page stitching
- combine eye-tracking data?
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Eye-tracking data analysis
Online, survey (2)
- data synchronization
- scroll compensation
- aoi analysis
- sample measures
- dwelltime, revisits
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Probability of looking
Online, survey (2)
- visual saliency
- product relevance
- online, physical store
- product placement
- visual attention
- decision making
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Overview
Online text comprehension
Online, experiment
- Simola et al. 2011
- 28 adults
- 32 web pages
- texts, ca 100 words
- 2 ad positions
- self-paced trials
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Effects of advert saliency
Online, experiment
- no effects on reading comp.
- no effects on reading measures
- small effects on advert attention
- what about children?
- measures of advert distraction?
- replication study with 9-year-olds
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Commercial website text comprehension
Online, experiment
- 6 texts (IReST)
- right position ads
- 3 comp. questions
- 3 adverts (GIF)
- static, animated cond.
- repeated measures
- task-distractor area
- task-relevant, irrelevant
- anti-saccade pre-test
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Experiment interaction
Online, experiment
Social media interaction
Offline, experiment